Loiter Galleries in Long Beach—the nonprofit art gallery that has long helped local artists with affordable gallery space, promotion, and support—is wanting to tackle something beyond its gallery walls. They want to create animated art via projection mapping. And they’ve already done so with 375 N. Promenade, an empty storefront activation. Now, they want to start on the famed WPA mural that towers over Harvey Milk Park in DTLB.
Partnering with Go2 Productions, founders and artists Monica Fleming and Vincent “Vinny” Picardi are hoping to take projection mapping to the next level in Long Beach. With support already coming in from the Port of Long Beach and Intertrend Communications, they are nearing their goal of funding the project—but very much still need help.
“We want folks to understand that the initial cost [some $300K] is largely dedicated to acquiring the equipment,” Monica said of the project to illuminate the DTLB mural. “From there, we can create different projections on various projects across the city—but we want to begin with Downtown because it is where we began and where our heart is… We believe we can create a space that draws foot traffic, helps activate spaces, and truly ignites the night.”
What is projection mapping—and how will Loiter Galleries use it?
Projection mapping is the art of using projectors to shift the watcher’s perception of any given surface. It has been implemented by everyone from Disney on its theme parks and castles to government-supported shows for the public on large-scale buildings.
The process begins with surface preparation, where a 3D model of the object is created to precisely map the projected image onto its contours. From there, content creation takes center stage—whether it’s static visuals, animations, or videos, the goal is to design imagery that brings the object to life. Calibration follows, with careful adjustments to the projector’s position, angle, and lens to ensure the visuals align seamlessly with the object’s geometry and texture. Finally, once everything is dialed in, the projector beams the content onto the surface, delivering a striking and immersive visual experience.
“For Loiter Galleries, our foremost agenda has always been the community,” said Vinny. “We operate as a gallery for artists who can’t afford galleries and promotions. So activating empty storefronts and murals seemed like an extension of our ethos… We are hoping that his
first and foremost focus will be on “Typical Activities of the Beach and Harbor City”
One of the most iconic Long Beach murals will come to life if Loiter Galleries has any say about it.
In 1935, the Works Progress Administration was born out of necessity—a response to the crushing weight of the Great Depression and a lifeline to millions of struggling Americans. And while it’s easy to focus on the roads paved and buildings built, the WPA also did something far less expected: it gave artists jobs.
At the time, creativity was pulsing through the Americas—largely thanks to the massive influence of Mexican muralists like Diego Rivera, José Clemente Orozco, and David Alfaro Siqueiros, who brought the grandeur of Renaissance-style frescoes into the modern era. U.S. politicians—some visionary, some simply pragmatic—saw an opportunity: blend that explosive energy with American ideals. The result? The Federal Art Project. Over 5,000 artists found work. Over 225,000 pieces of art were created—murals, sculptures, prints, and more—all meant to be seen, shared, and publicly owned.
The Harvey Milk Plaza mural was one such fruit bore of the WPA. Constructed and designed between 1936 and 1938 by artists Albert Henry King, Stanton MacDonald-Wright and Henry Nord, it originally appeared on the facade of the old Municipal Auditorium. In 1982, the mural was relocated to its current space at 3rd Street and Promenade, where it now caps off the north end of the popular strip and sits directly in (the happily queer) Harvey Milk Park.
There is an ironic appropriateness to its current placement: the mural is tinged with homoerotic references, from the two men huddling with one another at the top, to the woman regarding another woman while she leans against the guard tower, to two women sharing the shade of an umbrella. Harvey would be proud.
How the Loiter Galleries projection mapping project came to be.
Tony Shooshani—the former property of owner what was commonly known as City Place, now known as Mosaic—simply wanted the Loiter team to “light it up,” referring to the WPA mural.
“Monica and I—being creative weirdos—weren’t just going to light it,” Vinny said. “We wanted to bring it to life. We found Go2 Productions and, in all frankness, they have just been a stellar partner. And, in my opinion, we’re working with the foremost artists in projection mapping in SoCal.”
The ultimate goal, post-WPA mural—which they hope to have activated by the end of this year—is to take on other murals, empty storefronts, and pretty much any space that could use some activation.
Loiter Galleries is currently looking for both sponsors and donations to the project. To donate, click here.
